Early in the Summer of 2016, Harlo developed a plan to spread sweetness in the form of Baskin-RobbinsÂ® At Home ice cream. Our goal was to generate deep engagement with our national audience of families with young children and to bring smiles to faces across the country by creating positive conversation around the Baskin-Robbins At Home brand amidst election year tension.
Our team purchased a classic ice cream cart, restored it, and set out to put smiles on faces. Our "Sweet Team" traveled around the city, brightening days with the gift of surprise ice cream. We captured authentic reactions and moments of joy of film, which was compiled into campaign photos and video content that we shared out on a weekly basis via Baskin-Robbins At Home's social channels. These posts help spread our American Sweetness message throughout the campaign and invited fans to engage with our posts to amplify our general "Be sweet to each other" message.
We designed and developed a campaign microsite, which featured the "American Sweetness" campaign platform, information on how to participate in the social hashtag program, weekly challenges, user-generated content, videos from the street team, and a store locator to find Baskin-Robbins At Home ice cream.
We engaged our fan base by inviting them to participate in Sweetness Challenges, asking them to participate in kind acts for a chance to win up to a year's supply of ice cream.
The results were sweet, indeed: Over the five-week campaign, we drove over 5.5 million impressions and just over 1.1 million engagements at a record-shattering $0.04 CPE. We're most proud of the incredibly valuable interactions we created; we believe that the kind acts and deep engagement (handwritten notes, handmade gifts, etc.) show that a brand can be a source of positivity, encouragement, and overall goodwill... AND make delicious ice cream!